KENNETH COLE REACTION FRAGRANCE, CONNECTED

Step outside the clichéd trappings of the fragrance category with a new product for a new male target

CHALLENGE

Break away from the traditional trap of fragrance campaigns lacking a clear and differentiated concept.

SOLUTION

JWALK conceptualized and implemented a fully integrated digital content campaign through a video series in partnership with former Vice editor, Gavin McInnes called CONNECTING 101. The campaign concept was rooted in young men’s universal need to connect with women, making the fragrance the key factor in cementing that ‘connection’. Activations included everything from street teams passing out condoms with QR codes linking to a mobile portal, to dating advice videos, press, and social media integration.

RESULTS

Applauded by the industry, with Adweek saying “Kudos to the fashion brand for actually bothering, unlike so many others, to use a concept.” Ultimately achieved the highest sell-through rate of any Kenneth Cole fragrance to date.